New Year Magic Fair in Semya store chain

Project’s purpose
Perm-based store chain Semya (Family), with more than 80 stores, asked us to offer a creative concept of New Year decorations, which would create a festive mood, emotionally engage as many customers as possible, contain elements of a game and could be easily applied for different vehicles, but, at the same time, would not be based on traditional New Year associations — such as Christmas tree balls, champagne glasses, etc. Surprise, delight and joy were the key emotions that these festive decorations should arouse.

What has been done
We proposed to transform the stores of the chain into... New Year fairs — with tents, carousels, Ferris wheels, bright garlands of lamps and colorful balloons. All elements were combined in the whole design, creating a kind of alternative reality in the familiar store environments. The concept of the fair made it possible to emphasize the sense of lightness characteristic of the brand "Semya". It is for a reason that the retailer's logo on all layouts was presented as floating on a green balloon. A large assortment of European goods is available in the store chain, therefore, this fair had “a European character”.

To make it easier for the client to adapt the concept and install design layouts in each particular store, we prepared examples of the design of the entrance area, taking into account the constructive specifics of stores of different formats, of the cash zone, the sales area, facades and atriums, as well outdoor advertising.

Results
The success of our creative solution can be judged by the enthusiastic feedback of the visitors who were happy to be involved in the game, and by the stores’ operational indicators.